Marketo Nurture Program Tips and Tricks: Creating Complex Journeys

Adobe Marketo Engage User
Groups
March 2023

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Need to update your Marketo Engage certification?
Adobe now has 3 certifications for Marketo Engage
• Adobe Certified Professional - Adobe Marketo Engage: This new exam is ideal for marketers who
have about 3 - 6 months of Marketo Engage training and hands-on experience. (Update to the former
Marketo Certified Associate)
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Engage
Visit
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uT/ for more information & exam guides!

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Confidential.
Dani Tam
MARKETING OPS MANAGER AT
DROPBOX
Meet your Sydney Marketo User Group Leaders
Pierre Flovie
SENIOR MARKETING
TECHNOLOGY CONSULTANT AT
VERTICURL
Stephanie Chhor
ASSOCIATE DIRECTOR AT KPMG |
ADOBE MARKETO ENGAGE
ARCHITECT | MARTECH SOLUTION
CONSULTANT

Agenda
3:30 – 4:00 PM Registration and Networking
4:00 – 4:10 PM Introductions, Housekeeping, and Agenda
4:10 – 4:15 PM Adobe Resource with Chrissy
4:15 – 4:35 PM Engagement Program with Mina
4:35 – 4:40 PM Break
4:40 – 4:50 PM Asset Management Strategy with Jess
4:50 – 5:00 PM Q&A

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16
Adobe Resources
Chrissy Griffin

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17
Agenda
▪ Adobe Experience League
▪ Developer Docs
▪ Marketing Nation (aka Marketo Community)
▪ Support
▪ MUGs
▪ Lunch & Learns
▪ Group Consulting

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Adobe Experience League
Experience League is how Adobe helps enterprise customers achieve the business value
they expect from their Adobe investment. It’s the unified place where customers can learn,
connect, and grow along a personalized path to success that includes self-help
and instructor-led training, quick answers, community, and other support options.
Marketo product release new
and updates
Quick answers from product
guides and support articles
Communities of experts and
fellow learners, FAQs
Online support
Experience League is GLOBAL! (10 languages) Experience League is MOBILE!

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Developer Docs
One stop shop for developer-based documentation on
Marketo covering:
▪ REST API
▪ Lead Tracking (Munchkin)
▪ Webhooks
▪ Mobile
▪ Email Scripting
▪ Up to date blog posts
▪ Best practices
When would I use Developer Docs?
▪ Reviewing how to use Marketo's Bulk Activity Extract to pull activity
data from Marketo into a data warehouse.
▪ Learning about Velocity scripting which you may want to use within
your emails.
▪ Revewing documentation on Marketo's APIs in order to setup a
custom integration.

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Support
Go to Support -> Click My Case Management -> Click on +Create A Case -> Enter Subject -> Click and Submit
ESCALATION PATH
EMAIL TO CASE SUBMISSION:
SUPPORT@MARKETO.COM
ONLINE SUPPORT PORTAL FOR CASE
MANAGEMENT AND KNOWLEDGEBASE
SEARCH
Authorized contacts listed on the Entitlement
Who has the access to the support?
Escalating a support
issue

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Marketo User Groups (MUGs)
▪ Adobe User Groups aim to bring together regional Adobe
Marketo Engage users in person and/or virtually to create open
and inclusive communities in order to network, share ideas and
best practices, collectively problem-solve, and provide ongoing
education. These user group chapters are customer-led groups
intended to help individuals succeed with using Adobe Marketo
Engage.
▪ Find and join your local chapter here so you can receive
notifications next time there's a MUG in your area!
▪ Checkout the MUG YouTube channel to view past recordings
from around the globe.
▪ We'd love to hear your story! Consider presenting at an
upcoming MUG to share your story.

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22
Marketing Nation (Marketo Community)

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Lunch & Learns
▪ Webinars run every 6 weeks covering a different marketing automation topic
▪ Designed to help you understand more about Marketo's features and extract further
value out of your investment
▪ Previously run sessions that've been recorded include:
▪ Lead Scoring
▪ Ad Network Integrations
▪ Marketo Sales Insights
▪ Marketo & Salesforce Integration
▪ Nurturing
▪ Personalisation
▪ Reporting & Insights
▪ Setting up a Marketo Instance
▪ Maintaining a Marketo Instance
▪ Marketo Performance Insights

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Group Consulting
Overview
Group Consulting is designed to help you take your Marketo skills to the next level! These sessions will allow you to speak
with a Marketo consultant to assist you with general Marketo advice and best practices. Group Consulting is a public forum
where other Marketo customers may join and each person will get to ask one question at a time.
When?
Wednesdays 12pm – 1pm AEST
Format
1 hour open forum virtual session on Wednesdays from 12pm – 1pm AEST with a max of 5 attendees per session
How to Register
Register via this form
Registrations will close Tuesday 12pm each week for the upcoming session
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you can register for a future session
Notes:
Each participant is permitted to ask one question at a time. First person that dialed in goes first then we’ll continue to go
around the virtual room until everyone has had a chance to ask their first question before each participant can ask their next
question. If a participant only has one question, they are welcome to stay and listen in or can leave.
*Group Consulting is not a replacement for Marketo support or custom consulting including business or technical consulting.

Engagement Program Tips and
Tricks: Creating Complex
Journeys
Mina Saleeb

Confidential.
Engagement Programs: let’s do a quick revisit on what they are…
26
Engagement Programs form one of the four primary “types”
of programs available to build in Marketo’s Marketing
Activities.
This program type is unique for a few reasons:
1. Inbuilt dashboards to assess content engagement levels
and cast metrics
2. Possibility of building out multiple streams within one
engagement program to manage various content assets
without risk of doubling up^
3. Enables you to achieve marketing goals independent of
single email batch blasts
4. Permits you to scale business critical programs of work
that are dependent on content with minimal effort such as
onboarding, welcome journeys etc

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A tale of two programs… Nurture versus Drip
27
Of all the programs in Marketo, nurture and drip seem to be most often cross
referenced…here are my interpretations and definitions (but very much up for discussion!)…
Nurture: a program with set cadence designed to issue content to a pre-defined (and
relatively stable) cohort/audience. Exclusion from this audience is due to a business decision
such as “readiness to engage”, MQL score, lifecycle stage or where the entire stream of
content is no longer relevant…and…the content is not expected to be provisioned again.
Success is measured by engagement with the content.
Drip: a program where continued membership is validated on a regular basis through use of
choice steps. The cohort could shift based on other marketing efforts or business rules
however the content is not reliant on being sequential or measured for engagement…key
differences; business has decided that the same content being re-sent is acceptable and
“success” is measured by actions, not be engagement with content.

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Engagement Programs: Use Cases…and non-Use Cases
28
The “not for” cases…
It can be tempting to load assets into the one engagement program, set a cadence
and identify a cohort …then simply walk away but there are some use cases that
don’t fit engagement programs too well…these include:
▪ Situations where you want the same email/s to go out multiple times (such as a
receipts or acknowledgement of enquiry) or where the content should
purposefully be re-issued as the lead/customer has performed a certain business
action that needs responding to
▪ Marketing efforts that are based on complex timing rules where the cadence is
less than one week or where content should not wait till a set time but rather
should be triggered in response to lead/customer actions

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Engagement Programs: Use Cases…and non-Use Cases
29
The “for” cases…
Sequential and “ever-green” content lend themselves quite well to engagement
programs:
▪ This includes education content issued via email such as e-books, pre-recorded
webinars, infographic based content etc, pre-opportunity warming engagement
streams, post “closed lost opp” engagement streams and welcome journeys
▪ Pre-defined content journeys made up of “mixed programs” which can include
single emails and whole programs like events…

Confidential.
Simple vs. Robust vs. Complex
30
There are roughly three “types” of engagement programs I’d like to focus on today:
▪ Simple; keeping it simple when there is a series of evergreen email assets that the
customer should receive after a specific action (such as signing on to learn more about
your products and services etc)
▪ Robust; customer led journeys work well when there are different but aligned content
pieces using email assets and your customer’s behaviours can influence/direct what
they receive next. This is a “build up” from the simple type mentioned above whereby
different streams exist in the same engagement program catering to specific interests
but contained within the same theme (eg: specific features and benefits in your offerings
that take centre stage after the customer shows interest in earlier generic assets)
▪ Complex; business led journeys are recommended when the options for content are
varied and criteria for content engagement are not left with the customer to select, but
rather are tailored to data that’s stored on the record with your business issuing content
with a specific purpose

Confidential.
Core considerations…
31
Stream Cadence:
▪ Batch Entry – finding people who exist today who fit the
criteria for the nurture
▪ Ongoing Entry – who makes it in on an ongoing basis
▪ Pause Cadence – when/why should people stop
receiving content
▪ Normalise Cadence – when/why should paused people
be resumed for content delivery

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Simple…
32
The most common and well documented of the
engagement programs. Typically used to issue
out emails for prospects and existing customers
who have shown an interest in a product or
service.
Email assets can be swapped around, made
available for certain times as well as
deprecated.
Tends to look something like this:

Confidential.
Robust…
33
Good all-rounder, particularly for journeys that are sequenced (ie – people going from stream to
stream). Transition rules exist to move people into different streams upon completion of
previous set of content. A good example is here:

Confidential.
Robust…
34
The transition rules in this case are set within the stream and react to behaviours performed on
general stream assets. These transitions lift people from the general stream and treat them in
separate product related streams.

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Robust…
35
The transition rules in this case are set within the stream and react to behaviours performed by
the recipients on general stream assets. These transitions lift people from the general stream
and treat them in separate product related streams.

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Robust…
36
Upon exhaustion in the specific content streams, there are automations that take those people
and return them to the general stream to carry on from where they left off initially. In this
manner, all of the relevant content is farmed out without necessarily risking unsubscribe or poor
engagement arising from people seeing content they might not be interested in.
Designed by
Grace!

Confidential.
Complex…
37
Required when there are various groups needing to have content tailored to them and
complex criteria for entry/sorting. Also necessary for when content needs to be issued in
cadences shorter or more immediate than what the standard engagement programs cater
for (limited to weekly and monthly). This structure enables the business to measure the
marketing success of comms at a program level independent of the successes associated
with the engagement program. Often, engagement programs do not focus on “piecemeal”
success markers, but rather overall successes…but marketing teams might want to
understand which programs and their content were pivotal in conversion or positive
changes in the person’s marketing lifecycle.
To achieve this, the structure is tiered:
▪ Controller Programs (Default)
▪ Nurture Programs (Engagement)
▪ Content Programs (Default, Email or Event)

Confidential.
Complex…
38
Required when there are various groups needing to have content tailored to them and
complex criteria for entry/sorting. Also necessary for when content needs to be issued in
cadences shorter or more immediate than what the standard engagement programs cater
for (limited to weekly and monthly). This structure enables the business to measure the
marketing success of comms at a program level independent of the successes associated
with the engagement program. Often, engagement programs do not focus on “piecemeal”
success markers, but rather overall successes…but marketing teams might want to
understand which programs and their content were pivotal in conversion or positive
changes in the person’s marketing lifecycle.
To achieve this, the structure is tiered:
▪ Controller Programs (Default)
▪ Nurture Programs (Engagement)
▪ Content Programs (Default, Email or Event)

Confidential.
Complex…
39

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Complex…
40
Manages who qualifies for which nurture program, when they
should be paused or resumed and when people should move to
other nurtures.
Manages movement between streams, overall cadence
cycle, what happens to those who have exhausted
content in streams and measuring engagement success
points.
Manages specific content,
non-engagement program
membership and program
level success.
Designed by
Holly!

Time for a break
Back at 4:30 PM

Digital Asset Strategy
Marketo and Experience Manager
Nicholas Manojlovic

Confidential.
43
TO CREATE AND
DELIVER ONE PIECE
OF CONTENT TO
THE MARKET
DAYS
12

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There are certain things in life that most creatives don’t enjoy.
Mundane & repetitive tasks are one of them.

Confidential.
The Future of the Content Lifecycle
Current content
journey
Optimal content journey
• Single step content sourcing with Machine learning &
Automation
• Deliver content curated to behavioral & transactional data
• Eliminate manual tasks of asset management and delivery
Creation & Sourcing
Management
Assembly
Delivery
Personalization
Experience
Performance
Creation & Sourcing
Performance
Experience
AI & Automation

Confidential.
Experience
Manager
Asset Generation Engine

Confidential.
Experience Manager Assets | Content Automation
47
Photoshop
Actions
Smart Object
Replace
Remove
Background
Mas
k
Lightroom
Presets
Auto-tone and auto-
straighten

Confidential.
Reduce time and cost required to create,
adjust, manage, and deliver across
all channels
Create new assets at scale for personalized
customer experiences within the DAM
Empower users to quickly and easily
produce variations on the fly
Intelligent Automation & Delivery
Accelerate creation & delivery of immersive
experiences to maximize ROI and impact

Confidential.
Marketo Engage + Adobe Experience Manager
49
BETTER TOGETHER
MARKETO ENGAGE
ADOBE EXPERIENCE
MANAGER
#1 Mktg Automation App for
Demand Marketers
#1 Digital Asset Management App
for Demand Marketing
Streamline your design-to-delivery
workflows for better, faster campaign
results
• Asset Delivery Engine
• Unique B2B Data Profiles & Lead
Management
• Cross-channel Automation &
Orchestration
• Intelligent Cross-channel Nurturing
• Account-based Marketing
• Sales Engagement Applications
• Digital asset workflow, management &
governance
• AI & Analytics capabilities that
illuminate and maximize content ROI
• Native Integration with Adobe Creative
Cloud
• Import approved images from AEM
Assets to Marketo Engage Design
Studio
• Speed up content creation and
optimization
• Improve image search time, design
resources, branding guidelines and
governance.
• Increase usage of existing assets to
reduce redundant design cycles &
costly delays
• Get campaigns to market faster
• Improve content consistency & quality
of campaigns

Content Velocity
Marketo Engage + AEM Assets
• Goal: To increase velocity of getting
campaigns into market by streamlining
the content workflow
• Import approved images from AEM
Assets into Marketo Design Studio
• Enables marketers to reduce time spent
looking for approved assets for campaigns
• Improves brand compliance and reduces
recreating assets

Confidential.
Adobe Experience Manager Integration
Create visually stunning
campaigns faster than ever with
Experience Manager Assets in
Marketo Engage
Access AEM Assets connected to
Creative Cloud for collaboration
with creative teams
Streamline workflows by removing
the back and forth with creative for
approved assets
Digital asset integration with
Adobe Experience Manager
Assets
• Design Studio Access
• Native Integration
• Image Selection
• Basic Image Editing
• Multiple File Type Support
• Permission-based Asset Access
Email Marketing Assets Landing Page & Form Assets Events & Webinar Assets
Import images to Design Studio from AEM to build brand
compliant and engaging emails
Import images to Design Studio from AEM to build brand
compliant and engaging landing pages and forms
Import images to Design Studio from AEM to build
beautiful and engaging online registration forms and
invitations
Extend your asset management workflow directly to Marketo Engage
Content
Personalization
AEM Asset Picker

©2021 Adobe. All Rights Reserved. Adobe
Confidential.
Marketo Journeys
OVERVIEW
• Marketo is getting a visual drag and drop
journey builder for Smart Campaigns!
• Easily build, manage and validate
interconnected campaigns with
visualization
• Increase operational efficiency with
enhanced error handling and
troubleshooting
• Accelerate time to value by quickly
onboarding new users
• Improve alignment across key
stakeholders with intuitive visuals that
provide insight into complex campaigns
Who? When? Where?
• All Marketo customers!
• Planned for H2 2023
• In your current Marketo instance!

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Marketo Journeys
Explaining Smart Campaigns you’ve built to non-Marketo users…
Currently With Journeys

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Dynamic Chat Updates
Beta in mid-June. Want to join!? Reach to your Adobe Account Manager

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Table 2 – perfecting it
Pierre Flovie
SENIOR MARKETING TECHNOLOGY CONSULTANT at VERTICURL
https://www.linkedin.com/in/pierreflovie
Mina Saleeb
SENIOR DIRECTOR OF CONSULTING at BLUPRINTX
https://www.linkedin.com/in/m-saleeb/
Richard Tiu
SENIOR TECHNICAL SUPPORT ENGINEER at ADOBE
https://www.linkedin.com/in/richard-tiu-44685b6
Veronica Holmes
DIRECTOR/PRINCIPAL CONSULTING at V HOLMES CONSULTING
https://www.linkedin.com/in/veronicaholmes/
Q&A Subject Matters Experts
Table 1 – just started with your Marketo journey
Danielle Tam
MARKETING OPS MANAGER at DROPBOX
https://www.linkedin.com/in/danielle-tam
Jeremy Evans
CUSTOMER ADOPTION SPECIALIST at ADOBE
https://www.linkedin.com/in/jeremy-evans-68a37395
Ashley Liu
MARTECH MANAGER at SECURE CODE WARRIOR
https://www.linkedin.com/in/ashley-kanyan-liu/

Marketo Nurture Program Tips and Tricks: Creating Complex Journeys

Marketo Nurture Program Tips and Tricks: Creating Complex Journeys

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